Washington Mutual, one of America's leading financial institutions, was a late entrant to the online mortgage marketplace. The category was already saturated with online mortgage pure plays as well as established brick and mortar banks with a heritage online. Objectives: Transfer strong regional brick and mortgar presence into a national online brand; drive online mortgage origination by delivering qualified leads to WaMuHomeLoans.com. Target group: First time and repeat home buyers (ages 25-49), married, 50% with children, well-educated, professionals - HHI $40K+, 3+ years online. Insight: Prospective homebuyers are wary of applying for a mortgage online. They're intimidated by the mortgage process and prefer the personal interaction and service available from a loan counselor to whom they've been referred. Soution: Humanise a category often perceived as intimidating. Create advertising that engages users' interest, distributes convenient functionality from the company's website, and promotes numerous value points about Washington Mutual Home Loans.